Marketing intelligent systems using soft computing [electronic resource] : managerial and research applications / Jorge Casillas and Francisco J. Martínez-López (eds.)
The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full und...
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| Online Access: |
Full Text (via Springer) |
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| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Berlin :
Springer-Verlag,
©2010.
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| Series: | Studies in fuzziness and soft computing ;
v. 258. |
| Subjects: |
| Summary: | The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligence-based methodologies applied to aid marketing-related decisions. However, as yet these methods are both under-developed and under-used. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the so-called Marketing Intelligent Systems, a cutting-edge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse world-leading marketing academics through short essays, and a collection of chapters devoted to a variety of applications - segmentation, modeling, e-commerce, etc. - using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic. |
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| Physical Description: | 1 online resource (xiii, 473 pages) : illustrations. |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9783642156069 3642156061 |
| Language: | English. |
| Source of Description, Etc. Note: | Print version record. |